Disadvantages Of The Facebook Algorithm And How You Can Workaround It.

facebook algorithm

The Facebook algorithm

You’ve probably heard of the Facebook algorithm, whether it’s because you’ve been told that the algorithm has changed or that it is the reason your post isn’t getting any engagement – the words are discussed about in the digital marketing world, but what do they actually mean and how does it work?

The Facebook algorithm is responsible for whether your post goes viral or not and it ranks all the posts that are displayed on a user’s news feed based on how likely it is that the person will have a positive reaction to the post.

While the algorithm has changed over time, it is important to focus on what it is now and to know that it will continue to change, so you always need to make sure you keep yourself updated. 

Right now, in 2020, the Facebook algorithm ranks and priorities content which is posted by people’s friends over publishers. The focus is on what the algorithm determines as “meaningful interactions.” The algorithm prioritizes the friends that the person is most likely to want to hear from (based on past engagement) and focuses on showing them the links that they are most likely to find valuable. Facebook has also said that it is focusing on making its platform more transparent for users and giving them more direct control over what they see.

So, what does this mean for your business? And how can you make it work for you?

Start conversations 

Facebook says that one of the algorithm’s key ranking signals is whether a user has previously engaged with your Page or not. So you need to be creating posts that have a call to action, that ask people to engage and that people want to engage with. If you get people talking, then any future posts are going to reach a much wider audience because of it. Make sure that you are genuine in your content, be interesting and funny, there’s no need to be controversial. You could try tapping into people’s emotions especially with real-life stories as these kinds of posts get a lot of engagement. 

Post when your audience is online

The timing of your post is important, and luckily for you, you can schedule your posts in advance so that you don’t have to remember to do. Have a look at your Facebook Page Insights to see what the most popular posts are and what times seem to work for your audience.

Post videos

Video content is the present, and the future and Facebook know that. Therefore the platform prioritizes good video content and last year announced that the news feed would increasingly surface quality, original videos. It wants videos that people search for and return to; it wants a video length of over three minutes and original videos which aren’t repurposed from other sources and that have plenty of added value.

Post often and consistently

Your Facebook page needs to be constantly updated. Posting frequency is a factor that can affect how high up in the news feed your posts are placed. Be consistent with your content and plan ahead with posts so that you always have something in the pipeline. 

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How to Solve Issues With Local Seo Via GMB Post Covid 19

Local SEO

GOOGLE AIMS GMB TO BECOME MORE POWERFUL FOR LOCAL SEO POST COVID-19

Google My Business (GMB) has become one of the most significant aspects for local SEOs as well as the one-stop-shop for consumers to know about store hours, closures, services offered, and other relevant information.

 

Shifting Engagement on GMB:

Consumer engagement has changed considerably during the pandemic, as shown by the click and call data. With this, online buying behavior has also been impacted.

 

For example, the search query “takeout near me” has spiked way up as compared to those for “restaurant reservations” since at-home orders came into force.

Directions, Clicks, Calls, and Reviews:

Although requests for directions have come down considerably since the COVID-19 outbreak, there hasn’t been much of an effect on calls and website visits driven by GMB. According to new data from Reputation.com, “GMB driving-direction clicks are down 60% across all verticals.” Website clicks and calls have decreased by 31% & 21%, respectively.

 

When it comes to GMB, Reputation.com reports a notable decline in retail, restaurant, and automotive industry but also a modest recovery in consumer engagement. This could very well be the catalyst in online shopping and e-commerce spending driven by stimulus checks and by the thought that we’re almost at the end of the lockdown period.

Being hit by the pandemic, Google had stopped publishing new comments from users & replies from business owners until now. Reviews are making their way back in, and it will be interesting to see if and how the patterns have changed amid the lockdown.

Post-COVID, GMB will continue to be a local business lifeline:

As businesses reopen, local marketers can once again turn to GMB for operating hours, products, and service availability. GMB could emerge more powerful than ever post COVID-19 with local features such as posts that allow businesses to communicate seamlessly have a high chance of gaining wider adoption and prominence, with Google possibly accelerating the rollout of other tools in the pipeline.

 

According to a survey by BrightLocal, 68% of local marketing experts said GMB was more crucial at this time than it was a year ago. Even Moz’s recent Local Ranking Factors study concluded that the top-ranking factor for Google Local Pack and #4 for local SEO is GMB signals. Another survey by BrightLocal concluded that 87% of local marketers considered growing reviews to be the most important to local marketing success.

Not to forget the fake reviews problem faced by Google, fighting spam (fake listings, illegitimate reviews) on Google was #2 to local marketing success.

 

Why It Matters:

Get ready to experience a huge evolution of GMB. Local SEO and Local search will be redefined and will not be limited to using tools and information to make purchase decisions offline. GMB is no longer just a way to get content to Google but rather a dynamic channel streamlining transactions between consumers and business owners.

 

There will be a much tighter integration of digital tools such as inventory, booking, ordering, and payments with offline fulfillment post-COVID. TheOrderingApp.com and Pointy are examples of how Google is trying to bridge the gap between digital and offline operations while being a trusted, back-office-like platform for local businesses.

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Why Is Digital Marketing So Critical In An Economic Downturn?

digital marketing

Why Digital Marketing is Critical During an Economic Downturn

 

We all know that it is currently a tough economic time, and there’s a very good chance that it is only going to get tougher. Many businesses have had to tighten their belts. This often starts with marketing expenses. However, is that really a good place to trim when you are fighting to stay afloat? The fact is that marketing, and specifically digital marketing, are especially important when times are tough.

 

When the economy is in a recession or worse, companies that cut their digital marketing budgets tend to fare worse than those that don’t.  Their sales drop lower, and they have a harder time recovering. The fact is, businesses that invest in their marketing are able to sustain a larger portion of their existing customer base, and they are also able to maintain awareness of their brand.  It’s a bit like the old “ounce of prevention is worth a pound of cure” theory. If you maintain your marketing during tough times, you will be better positioned to rebound when things get better. 

 

There are a few reasons for this beyond just maintaining the brand. For instance, there are fewer competitors to take up digital space in the marketplace. If you are aggressive, smaller businesses may not have the stomach to keep up. If companies drop out and are no longer able to serve certain markets, then you could be able to grab some of that share and find success. 

 

The Internet a Marketing Tool

Now, more than ever, companies can reach millions of potential customers by creating an effective web presence. Your website is the place from where all of your digital marketing efforts flow. Even when you are suffering through a downturn, marketing on the internet is cost-effective and allows you a lot of freedom to break down walls and reach new people. So, by focusing on digital marketing, you can save marketing dollars but still keep up your brand awareness and reach your clients. However, simply having a website isn’t enough. You need a site that will draw in visitors from search engine results. That means having a site that is optimized to rank higher for the search terms that your potential customers might use. 

 

Search Engine Optimization

Search engine optimization is when you build your website so that it provides the content and user experiences that search engine algorithms will favor. If your site can meet certain criteria, or at least meet them better than your competition, then it will rank higher. Your site needs to be an authority in your industry and be easy to use for your users. 

 

The place to start when it comes to digital marketing is finding the right keywords that your potential customers might use to search your product or service. Everything flows from that. Your content should be keyword rich and provide relevant information, written in proper English. 

Social Media

You can coordinate your other online communication channels such as your social media and blogs. Getting more traffic from those channels will help position your site as an authority, and thus rank higher. 

Graphics

The user experience must also be attractive and informative. Graphics are a great way to provide your visitors with content that is relevant to them. However, it must also be tagged so that search engines can recognize that your graphics have useful content. If there is nothing to identify what is in the graphic, then search engines won’t be able to sense that they are relevant. 

Content

The content on your site must also be updated on a regular basis. Otherwise, your site could be categorized as being dormant. It also signals to your customers that you are still open for business, even in a downturn. If they get to your site and see stale information, then they will move on to a competitor that is more up-to-date. Those customers will leave your site quickly, and they won’t come back in the future. So, while you may be tempted to neglect your site when you are cutting costs, the fact is that it does not cost much to keep it updated. 

 

It’s almost inevitable that your business will suffer during a recession. However, by being engaged with your digital marketing, you can keep your brand at the top of mind of your client base. It is cheaper to retain customers than it is to find new ones, so even if they aren’t making purchases, once things improve they will be turning to you first. Keep your social media active, and provide engaging content that will keep you in front of your clients as much as possible. 

 

Very few businesses get through a recession unscathed, but you can minimize the damage. Make sure that you keep up with your digital marketing strategy so that you can stand above your competition during and after the downturn. 

 

By: Tiffany Carlin

Content Director, On The Maps